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The battle for Gen Z
With President Joe Biden and Prime Minister Justin Trudeau facing upcoming elections, the battle is on to capture young voters. Biden will face former President Donald Trump next November, and the next Canadian election is due by the fall of 2025, but both contests are already underway. Younger folks in both countries are turning increasingly sour on the status quo as they face affordability challenges and feel left behind.
Trudeau has expressly said his government was focusing on Gen Z and millennials, “restoring fairness for them.” And on Tuesday, his government unveiled its “Gen Z budget,” going all in on measures for parents with younger children (new cash for childcare and a school food program), students (interest-free student loans), and housing policy aimed at opening space in the market for younger buyers who’ve been shut out in recent years (with a first-time buyer, 30-year mortgage amortization period and tax breaks for home purchases).
In the US, young voters are focused on affordability, abortion rights, the environment, and student debt, and Democrats will need those folks to turn out on Election Day if they hope to retain the White House and make gains in Congress. Those 43 and under are frustrated with the housing market. Democrats are working to get on abortion rights on the ballot in key states, and the Biden administration is touting the impact of its Inflation Reduction Act on the environment. The president also hopes efforts to eliminate student debt will help alleviate some cost-of-living concerns for young voters.
But Biden is also facing a backlash from Gen Z voters over Gaza and US funding for Israel. The president had hoped tougher talk on Israel would boost his reelection bid, but that’s been complicated by Iran’s attack – although the administration has told Israeli Prime Minister Benjamin Netanyahu that it won’t support reprisals against Iran.
Both Biden and Trudeau need younger voters to turn out to vote for them. In 2016, Biden dominated the Millennial and Gen Z vote by about 20 points over Trump. And while Canada’s Liberals managed a minority government in 2021 with a youth vote that was likely a near-split with the Conservatives, younger voters played a crucial role in Trudeau’s 2015 majority government victory.
This means the coming months will see increasing efforts focused on wooing younger generations.
The kids aren't alright
Last week, when the World Happiness Report landed in the inbox of La Presse reporter Vincent Brousseau-Pouliot, he contacted Professor John F. Helliwell, of the University of British Columbia, to ask him about the happiness of Quebecers. Professor Helliwell, who has helped produce the annual report since 2012, typically doesn’t crunch numbers at the subnational level — but he was intrigued by Brousseau-Pouliot’s question and had a look. He discovered that Quebecers are very happy. Quebec would be sixth happiest country in the world — well ahead of Canada and the US.
The discovery gave Brousseau-Pouliot a scoop, and got Professor Helliwell thinking: What makes Quebec different? Is it just joie de vivre?
Miserable youth. The big news in the report this year is not who is at the top — the cheerful Finns and their Nordic neighbors are still the happiest countries in the world — but a dramatic increase of misery among the young in English-speaking Canada, the US, Australia and New Zealand.
In most of the world, as long as Professor Helliwell and his colleagues have been studying this, young people are happier than their parents and grandparents. In recent years, though, there has been a dramatic shift to misery among the young in the anglosphere, which is driving down the overall score. The US, which was the eleventh happiest country in 2012, is now twenty-third. Canada, which was fifth in 2012, is now fifteenth.
Older people in both countries are upbeat. For over 60s, Canada ranks eighth and the US tenth. But for under 30s, Canada ranks 58th and the US 62nd. This misery among the young is unprecedented, and has huge political implications — unhappy people are typically less likely to vote for incumbents.
That’s a serious challenge for both President Joe Biden, who faces an election in November, and for Prime Minister Justin Trudeau, who is expected to seek re-election next year. If they lose the youth vote, they’re both toast. Almost two thirds of voters 18-24 voted for Biden last time, while Trudeau got about a third of the youth vote. In both countries, that was more votes than the margin of victory.
Consider the culture. What is making young North Americans so glum? Commentators have pointed to the pandemic, climate change and the rising cost of living. But those factors are as much a part of the lives of young Quebecers as those in the anglosphere. The Quebec exception makes Professor Helliwell wonder if something else is at work here.
“This isn't happening all over the world,” he says. “And it's chiefly in Canada, United States, Australia and New Zealand, so we began to think it had to be something to do with the information feeds, or the life circumstances of those people relative to their peers in the rest of the world.”
Helliwell wonders if an increased perception of social conflict — the result of rising discord in social media platforms and the fragmentation of media sources — is making young people unhappy. As social media has reduced the personal interactions of young people, they may perceive the world as more hostile and full of conflict than it is.
“In the absence of personal contacts, it’s what you read, what you hear. And it's possible that social media are amplifying that. I don't have any very direct evidence of that, but it certainly makes sense,” he says.
A broken promise of online prosperity. Pollster Frank Graves, of EKOS Research Associates Inc., is alarmed by the sharp rise in misery among young Canadians, particularly by how gloomy they are about their long-term prospects. A root is the failure of the economic promise of the Internet, which was supposed to offer young people a ticket to a golden future.
“It didn't happen,” he says. “It was a hoax. So not only is it the toxicity of algorithm-driven information and all this other bullshit, it's a whole economic model that didn't work.”
Graves thinks that in addition to economic explanations, it’s necessary to consider research that shows the mental health issues caused by young people spending so much time on social media via their phones, as Jonathan Haidt argues.
Whatever the cause, the youth malaise is giving headaches to the strategists behind Biden and Trudeau’s campaigns. Does that mean that Biden and Trudeau are finished? The Canadian polling seems bad for Trudeau but the American polling is inconclusive and contradictory.
Graves, who has been polling elections for decades, thinks we will have to wait and see. The polling, at least in the US, looks murky. And he is not sure that despondency will motivate people to get rid of the incumbents.
“I don't think it makes you vote to get rid of the incumbent. I think it makes you not want to vote,” he says.
Young, Angry, and Trumpy
Happy Top Risk Thursday, where we and our partner company Eurasia Group dive into the much-anticipated forecast of the biggest threats we all face this year. You can download the full report here and let us know if you agree or not (or if you now need a drink).
But let’s start with the Top Risk of the year, the US vs. itself. There was a small skirmish last night in the B-league, silver-medal debate between Republican candidates Nikki Haley and Ron DeSantis on CNN that was high on personal insult and low on political consequence. Meanwhile on Fox … he was back for Season 2! Donald Trump held a live town hall, ignoring the other candidates who stand little chance against him. It is Trump’s show now, and Fox is back on board. Here we go!
The Iowa caucus on Jan. 15 formally lights the election fuse on what could be the US electoral version of the film “Oppenheimer.” Bidenheimer? Trumpenheimer? Pick your potential destroyer of worlds, as per your partisan pallor. The rest of the globe is watching because what happens in the US impacts everything from trade to conflicts.
The US is at its most divisive point in generations, but the real story might be, well, generational.
GZERO Media has exclusive access to new polling from Abacus Data, which asked Canadians about the 2024 US presidential election, and the results are telling. Who wants Donald Trump to win? Apparently, young people do.
Overall, 34% of Canadians want Trump to win, and 66% want Biden, which is not a shocker. Neither is the party line breakdown. Preferences for Trump vs. Biden by political choice in Canada are as follows:
Conservatives: Trump 57%, Biden 43%
Liberals: Biden 86%, Trump 14%
New Democrats: Biden 83%, Trump 17%
But check out the breakdown by age: Canadians under 45 are much more likely to prefer Trump to Biden than those over the age of 45. Here’s how it breaks down:
Ages 18-29: 40% want Trump
Ages 30-44: 41% want Trump
45-59: 34% want Trump
60+: Only 23% want Trump
More than any other demographic, young people really want Trump to win. "The strength of Trump in Canada, especially among younger Canadians, reflects a shift in voting behavior and preferences among younger people as they react to a world they feel is deeply broken,” David Coletto, president of Abacus Data, told me (see his Substack here). “In Canada, 49% of men under 45 would prefer to see Trump win the presidency. But even one in three younger women would prefer Trump.”
By the way, this also reflects polling done in the US. A new Gallup survey shows that 42% of Americans between ages 18 and 34 are Trump supporters, and 44% of those aged 35-54 also favor the former president. Biden is losing support among young people and, interestingly, with people of color.
This upends all sorts of assumptions about how younger people vote and how Biden’s economic and social record is not resonating. In the Age vs Rage election, Rage is winning so far, and it’s starting to steal the younger demographic. It also likely reflects where younger people get their information, like TikTok, which recycles a lot of pissed-off voices shouting about why everything sucks (despite many facts to the contrary) and turns it into news.
What does this mean for elections outside of the United States? The conventional wisdom is that Trump might hurt the chances of other conservative or right-wing parties and boost the Left’s prospects, but that might not be the case. “For politicians in Canada who think they will be able to use the US election to their own political advantage – like the Liberals – these results suggest that may not be possible,” Coletto says.
This is consequential. We’ve seen the same story in polling around Israel and Hamas, where older people support Israel’s fight against Hamas, which is recognized as a terrorist group by both the US and Canadian governments. But many younger people feel very differently about the situation, and their support for the Hamas-led fight in Gaza is revealing. It’s not a stretch to forecast that political support for Israel from places like Canada and the US, as the next generation comes to power, might look different than it does today. “The shift in youth preferences may become the story of 2024 with big political implications in the US and in Canada,” Coletto says.
It is still very early in the US election cycle, but the biggest surprise so far? Trump connects with the kids. Everywhere.
________
As I finished writing my column today, news broke that former federal New Democrat leader Ed Broadbent has died at age 87. Broadbent was the very definition of a true public servant and embodied the best of what people expect from political leaders. He transformed and modernized the NDP from the left-wing political conscience of Parliament to a viable power player in government.
Broadbent, as my colleague Graeme Thompson, a senior analyst with Eurasia Group's Global Macro-Geopolitics practice, put it, “distinguished himself as a political thinker, a champion of working-class Canadians, and a politician who earned the respect of his peers across the House of Commons and of people throughout Canada."
- Evan Solomon, Publisher